What makes you Whoever told you that graphic design is for nerds...is actually kind of right. We’re not your Average Joe, your Plain Jane, we’re the ones who enjoy studying shapes, colors, and letters, all with the purpose of making the world more enjoyable to look at. This portfolio is a compilation of my best work and I hope does just that. Having lived in Argentina has inspired me to bring crosscultural aspects to most of my work because I always hope that my work will affect a very diverse number of people. I’m also deaf from one ear, which helps me see the world a little different. I hope that one day my design work will inspire people like me to pursue their dreams just as I have. When I’m not designing, I get inspired by playing soccer, hiking, and woodworking. Enough about me, on to my work now.
Art Director • Min Choi Category • Branding Typography • GistX, Gotham, Bembo Class • Graphic Design 4
Positioning All The Perks is a family owned and operated coffee shop where the food, coffee and service are exemplary and where parents and young adults can feel comfortable in a family-oriented environment.
Brand Attributes
Target Audience
Welcoming Quality Friendly
Families Ages 25-45 Middle income Neighbors
YERBA MATE
YAGUARETE
Art Director • Tyler Blik Category • Packaging Typography • Daniel Class • Packaging Design
Product Description YaguaretĂŠ is an Argentinean-inspired beverage to take on trips and share with friends. It is carefully engineered with a window to display the product and a wooden texture to give the box a cultural feel. The product serves as a kit which contains a Mate (wooden mug), Yerba (loose-leaf tea), and a Bombilla (straw with filter at the bottom).
Product Attributes
Target Audience
Gift Adventurous
Outdoor Enthusiast Ages 20-30 Groups of Friends
Art Director • Beth Weeks Category • Typography Typography • Rockwell, Gotham Class • Typography 2
Positioning Design Fundamentals is a series of books strategically crafted for upcoming graphic designers in order to help them apply professional typefaces, colors, and graphics to their projects, keeping them away from unlicensed, third party material which at times results in catastrophic design.
Brand Attributes
Target Audience
Fun & informative Easy to follow
Graphic Designers Ages 18-25
Art Director • Min Choi Category • Branding Typography • Machine Class • Portfolio
Business Description Skill Space is a non-profit organization that gives at-risk high school students the opportunity to learn the trade of manual craftsmanship while creating art pieces, and raises money for their higher education through the sales of their art.
Business Attributes
Target Audience
Non-Profit Volunteer work Educational
High school students
Art Director • Min Choi Category • Packaging Typography • Ostrich Sans Class • Portfolio
Positioning Tuttavia is a company that makes great tasting, nutrient rich, pasta for college students. College students are always too busy to cook, or even eat, so the goal is to make pasta that is fast and easy while still tasting like grandma just cooked for them.
Product Attributes
Target Audience
Easy to make Don’t need many things Tastes great
College students Young people lacking time
FIND YOUR DIRECTION
Art Director • Chris McCampbell Category/Class • Environmental Graphic Design Typography • Serifa With the help of Samantha Oropesa
Positioning College Area, Find Your Direction, strives to recreate wayfinding for College Area, San Diego because the area contains complex demographics, such as varying age groups, socioeconomic statuses, and cultures within this large community in the heart of San Diego.
Attributes
Target Audience
Quality Adventurous Multi-purpose
Citizens of College Area Different ages and SES
Art Director • Min Choi Category • Branding Typography • Gotham Class • Portfolio
Business Description DeafM is a multi-purposed business that focuses on printed apparel to provide opportunities to deaf artists by showcasing their talent while simultaneously raising awareness of the Deaf culture through this medium.
Business Attributes
Target Audience
Printed Apparel Awareness of Deaf Culture Streetwear
Ages 15-35 Hip-Hop Culture
Copyright Š 2016 Martin Vereda. All rights reserved. No portion of this book can be reproduced or stored in any manner without the written permission of Martin Vereda. Martin Vereda 619.888.9573 msvereda@gmail.com www.MartinVereda.com
Printing and Binding Clearstory Paper: Layflat Matte 110lb Cover: Eurobond Leather - Black
Typography Gotham
THANKS!! I want to thank everyone who made this book possible. To my professors: Min Choi, Chris McCampbell, Beth Weeks, Tyler Blik, Scott Wyss, Arzu Ozkal, Gary Benzel, and Craig Carlson, your guidance and wisdom flow all throughout this book. To all my friends who made this journey so enjoyable, stop reading this and get back to work! Lorena, your love and compassion has kept me mentally strong throughout this process. Ari and Yeni, you guys helped me get the thick skin needed for this profession. And finally, Mom and Dad, all these years of school and hard work have been made possible thanks to you. You gave me the opportunity, courage, and strength to do this. I hope to be making you proud. -Martin
Created by Martin Vereda 2016